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How Much is Poor Writing
Costing You?
Clear communication is essential to any business. And the cost of poor writing skills is higher than you might think. According to vanwrite.com "as much as 40 percent of the total cost of managing all business transactions is caused by poor communications." Consider the impact of the written word in every day business - customer facing content such as brochures, websites, social media, annual reports, user manuals, email, mobile phone apps, or press releases - or employee focused documentation such as policies and procedures, training manuals, job aids, forms, management reports, or performance reviews. Add to the mix the rapid pace of change and technology and it is obvious that good communication is a critical success factor in any organization.
Here are some costs to consider regarding the impact of poor writing according to
Impact -Information.com:
- Unnecessary support calls caused by unclear instructions
- Poorly written forms and applications that are badly filled in
- Manuals, reports, and specifications that are hard to understand
- Confusing internal procedures and regulations
- Ineffective memos and business letters that are never answered
- Undecipherable legal notices and briefs
- Uninteresting press releases that are ignored by the media
In addition, organizations spend a lot of money bridging the education gap when it comes to writing skills. According to a
study from CollegeBoard, blue chip businesses are spending as much as $3.1 billion
a year on remedial writing! Effective communications can have real impact on the bottom line.
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Cleaning Up Content Clutter
As user assistance professionals (writers, trainers, analysts) we can assist our business partners in creating quality documentation. Our emphasis should be on salient, streamlined communications that are focused on the end user's ultimate experience. Here are some of the key things we can do:
- Clearly identify the end user and the purpose of the content.
- Reuse, don't replicate information.
- Keep language simple, no extra words.
- Edit, edit and edit again.
- Use illustrations wisely. A picture can be used to clearly convey a message with little supporting text, yet too many images (e.g., screen shot per key stroke) dilutes the effectiveness and sustainability of the content.
- Develop a consistent format (fonts, headings, headers, footers, etc.)
- Write in active, not passive tense.
Here are some examples of simplifying content:
Original:
This procedure provides the process for reviewing information on transactions conducted on XX product and handling calls from clients with questions about their XX product. (25 Words)
Revised:
This procedure describes how to review transactions and handle customer calls regarding XX product. (14 Words)
Original:
Are the transactions being conducted in a short period of time or are there multiple signatures required to approve the process? In these circumstances, the employee may not always be able to verify the information with the customer. Please be sure to verify if the transaction has been entered by looking on the system. (54 Words).
Revised:
If transactions occur in a short timeframe or multiple signatures are required, verify that transactions have been entered on the system. Confirm with customer, if possible. (26 Words).
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Writing Resources
There is a lot of information on the internet regarding the cost of poor writing and ways to improve the process - just google "poor business writing!" Here are some excellent resources recommended for improving business communications:
- Word Up! and You Can Say That Again, by Marcia Riefer Johnston
- Business Writing that Counts!, by Dr. Julie Miller
- Microsoft Manual of Style for Technical Publications, by Microsoft Press
- The Elements of Style, by William Strunk Jr. and E.B. White
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for the following upcoming conferences:
Portland, OR
November 5-8, 2017
A gathering place for content strategists, content engineers, documentation managers, and other content professionals.
Seattle, WA
February 27 - March 1, 2018
Annual conference for user experience professionals. Participantswill enjoy 40+ presentations from expert practitioners and academics from around the world.
Las Vegas, NV
March 20-22, 2018
Content Strategy event for marketing and communications professionals. Learn how to scale content, leverage the technology, repurpose and reuse content, and deliver to the right person at the right time regardless of the device.
San Diego, CA
May 6-9, 2018
Obtain knowledge, strategies, and solutions for retaining top talent and designing, implementing and measuring learning programs. Over 10,000 attendees, 400 speakers and 300 sessions.
Orlando, FL
May 20-23, 2018
Provides technical communications professionals with insight into future trends of the profession through education sessions and networking. The conference attracts 600 attendees and 40 exhibitors.
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